Why I built Tend

On a Tuesday in July 2024, I called my mum. She was at the market, restocking her shop. She said she would call me back. We had arranged to speak on Wednesday.

Wednesday came. She did not call. I was busy and assumed she would get round to it.

She died on Thursday. On Friday morning, I was told she was gone.

There had been no warning. She was at the market on Tuesday. We were going to speak again. What stayed with me was that I could have called when she did not. I would have heard her voice one more time.

I had left it to happen. I had not made room for it in my week. That is why I built Tend.

Good intentions need a place in the week.

You choose the people you want to keep in touch with and a calling rhythm you can manage. When the week gets busy, the reminder is already there. You do not have to remember everything at the moment you have the least space to think.

On the website, Tend makes calendar files in your browser. You review them and import them yourself. If you add someone later, Tend can prepare an addition without recreating the reminders you already have.

The iPhone and iPad app uses local notifications instead. It also gives you a place for private notes, meaningful dates and plans. You decide whether to share a plan or add it to Calendar.

There is no account to create. The core web reminders will remain free. If we add paid extras, privacy, recovery, deletion and access to your own relationships will not be put behind a paywall.

I built Tend because I needed it. I hope it helps you make the calls you have been meaning to make.

Akintunde Idowu · Founder of Tend